Coordinated Health paints the town orange

Coordinated Health hopes you like orange. The private, for-profit hospital network is embarking on a new marketing campaign featuring that eye-catching color.

To see what it's all about, start with the Light the Lehigh Valley website, http://www.lightlvorange.com, which introduces consumers to Coordinated Health's plan. The campaign, it says, is "a public outreach campaign launched by Coordinated Health to promote brand awareness, charitable organization partnership and healthy living practices." That partnership is with the United Way of the Greater Lehigh Valley, by the way.

If you were at Musikfest, you may have received an orange wristband from Coordinated Health volunteers. That wristband will provide you access to a free service — a skin consultation, a session with a fitness trainer, a sports physical and more. To build on the marketing campaign, Coordinated Health will hold a 5K nighttime run this fall, complete with "thousands of glowing light features" and a "musical experience" along the route.

"This is an exciting time for us as we celebrate our 25th year in the Lehigh Valley, and the United Way partnership complements our public outreach campaign," CEO Emil DiIorio says. "We are both committed to the community, and the health and well being of the people who live here."